Supreme is basically the most coveted streetwear brand in the world.
They stay so coveted by making extremely limited edition runs of their products, ensuring that fans of the brand fight to get their hands on everything.
Kids wait outside of Supreme for hours — and sometimes days — for new product drops.
And people will buy anything with a Supreme logo on it — including, like, crowbars.
Also waiting among the line — resellers hoping to profit by buying up tons of gear, then flipping it on the secondary market.
Because Supreme limits how much merch each customer can buy, hustlers will often bring a crew of friends to stand in line for them.
Supreme's reselling community is a big part of what maintains the brand's hype, which is why Complex decided to make Sold Out, a documentary showing the lives of prominent resellers.
View this video on YouTube
You can watch the first part here.
Not surprisingly, most resellers didn't want to be identified in the film, which was a challenge for directors Emily Oberg and Davy Gomez.
Resellers use a variety of mechanisms to match consumers with product. While some use eBay or Instagram, a 16-year-old who sells under the moniker @CopVsDrop, also sells out of a consignment space.
Why do they do it? Because the markups can be insane.
Some of the resellers are just 13-years-old and making thousands selling Supreme.
And while Supreme doesn't explicitly endorse the resale market, they do seem to understand how much resellers help inflate the value of the brand.
Watch part two of Sold Out here:
View this video on YouTube
And take an exclusive look at part three here:
